CanTeen Goes For Brand Refresh To Clear-Up Misconceptions

CanTeen Goes For Brand Refresh To Clear-Up Misconceptions
SHARE
THIS



Youth cancer support organisation CanTeen has refreshed its look and logo to show people it’s not just a ‘kids with cancer’ organisation.

While supporting young people aged between 12-24 who have been affected by cancer, whether they be themselves, their siblings or their parents, Peter Orchard, CanTeen CEO told B&T it’s been really hard to shake the misconception it’s just an organisation for ‘kids with cancer’.

“There’s still a huge gap, and even though we’ve been going out with National Bandanna Day and the last three years I’ve certainly been saying it in every press interview I’ve done and we’ve gone out many, many times with brochures and so on, there’s still this misconception,” he said.

“If you ask someone, ‘do you know CanTeen?’ they either know bandannas or ‘kids with cancer’.

“It’s been really hard to break that incorrect understanding.”

The organisation launched a survey of 2200 people to see how the brand was perceived and the results showed two thirds of those surveyed didn’t know CanTeen worked with both offspring and siblings as well as patients, said Orchard.

To turn this perception around, the thirty year-old brand has launched a new brand campaign and switched up its logo for a new, more clean cut one.

Old logo.

Old logo.

The new logo.

The new logo.

The new logo, created in partnership with marketing agency Behaviour Change Partners, will be rolled out across all collateral, including the organisation’s iconic bandannas for this year’s National Bandanna Day. The new tagline is ‘Cancer’s different in a young person’s world’.

One aspect of the refresh Orchard said they’re focusing on is to show the older demographic – those aged between 18 and 24 – that CanTeen is available for them and not just the younger teenagers.

Changing up the logo was a key point in this goal, as the old logo was seen to be a little childish and of the times when it was created a few decades ago.

“The brand we’ve gone for is a brand we think works better with that older demographic in terms of looking a bit more funky, a bit more polished, a bit more sophisticated than the original CanTeen brand,” said Orchard.

The brand is also launching a cinema ad to target all demographics.

“The idea of a cinema ad is it really strongly reinforces this idea that we are here for offspring, siblings, bereaved, patients and former patients,” explained Orchard.

“Because it’s in a cinema we can run it for 60 seconds, it allows us to really make it clear who we’re talking about.”

And laying over a track from 90s hip hop band Hilltop Hoods is another way the brand is trying to engage the older market.

Another point Orchard said they’re reinforcing, is that offspring who have, or had, a parent with cancer, or who lost a parent to cancer, know the service is available.

Of the new brand campaign, Behaviour Change Partners’ principal, Paul Fishlock, said: “The more time we spent with CanTeen the more we understood CanTeen’s unique combination of experienced professionalism and youthful energy. Members are a big part of all major decisions and a majority of the Board are under 25.

“Our challenge was to capture CanTeen’s spirit in a brand idea that worked across the organisation and would address the popular misconception that CanTeen is just for young people with cancer.

“With the help of director Tim Gibbs, production company Heckler and the Hilltop Hoods, the ‘Cancer’s different in a young person’s world’ campaign finally takes this incredible organisation to the outside world.”

 

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine